one of the things i did after the election, a democrat who is a friend of mine sent me karl rove's book. it's actually pretty breezy read. if you want to learn a lot about an interesting guy, it's worth it. when he was a teenager, one of the things he figured out there really sort of frame his whole life thinking about politics for the rest of his life was that there are a lot of people who are registered to vote who do not show up. if you just get your team to show up, you can win a lot of elections. i think this whole notion of behavior modification, targeting and all that, it's a huge issue. as social media becomes more prevalent and as more and more people -- i watch my kids these days and the way they work with technology and relate to it, it's completely different than the way my wife and i do. i think that will have a huge impact on how people go about trying to get their teams to show up. i'm not sure in the aggregate we're ever going to get more than 70% of the registered voters to show up. that creates a big opportunity for someone who can get their team to the poll. >> for ob